Red Cell to rebrand Perspectives as DM operation relocates

The name goes live on Monday to coincide with the agency's move to central London, where it will join its sister above-the-line agency HHCL/Red Cell and the data operation Headlight Vision. The agency's new positioning pivots on the phrase "creative-thinking to provoke action".

The rebranding follows the arrival earlier this year of Amanda Walsh as the chief executive across the Red Cell network's European operations.

She said: "There have been significant developments at Perspectives over the past nine months and the company has emerged as a truly dynamic and competitive direct agency. By bringing it into Kent House, Red Cell now has all the benefits of a strong integrated team under one roof."

Last June, Miles Murphy, a former Grey Desire managing director, was named the chief executive, while Gary Sharpen became the creative director in January.

Murphy said: "We've spent the past year investing in key skills and getting the agency to the state where it can work as an equal partner to Red Cell's creative and strategic agencies such as HHCL/Red Cell in the UK and Berlin Cameron/Red Cell in New York."

Perspectives was set up in 1987 and bought by WPP in 1999. It was merged into Red Cell when the network was set up in 2001.